設計，就是為品牌說一個好故事。
Design is storytelling.
規劃座位要預想來店消費的是哪些人，連同販售產品形式、價位一起納入考量。
1.座位配置：座位配置上，從形式、數量到擺放位置，在在牽動著給消費者的用餐體驗。以火鍋店為例，單人鍋客群囊括上班族與家庭客，除2~4人座也可加入吧台座，前者遇狀況可將桌子分拆或合併應對，後者則可滿足單獨客餐為求舒適。若走平價路線，可嘗試間距狹小的座位安排，藉由製造擁擠感，讓顧客自然加快用餐速度，有效提升翻桌率。
2.工作區域：以餐廳來說，廚房大小跟產品的種類和銷售方式有關，廚房的面積至少應該佔整間店面積的 25%，才能確保內場有足夠的產能出餐給客人。廁所、儲藏室、櫃檯等等區域加起來應該佔店面總面積 10%左右，剩下的空間就是客席空間。一般來說一坪空間可以容納兩個座位，因此客席坪數*2 大約是店面做滿一輪的來客數。
3.動線：動線流暢與否關乎著服務品質，建議在安排動線時朝不曲折、不迂迴為主，若行走必須拐彎繞道，容易影響出餐速度，甚至造成工作人員的疲累。如客人有狀況時，也無法快速抵達並解決問題。
4.照明：餐飲空間的燈光設計，除了符合基本的照度需求之外，還可藉由燈光設計來凸顯空間設計的亮點，更重要的是營造顧客的用餐氛圍。任何餐廳或咖啡廳，照明以食物優先，桌面一定要打光，投射型燈具是最佳的用餐照明光源。選用有燈罩的吊燈可以帶來另類氣氛，同時外觀造型較佳，而無燈罩的吊燈則不能選用瓦數太高的，以鹵素燈燈光效果較佳。
裝潢裝修
前期拆除、用料材質、桌椅餐具的選擇都會影響到裝潢費用。 拆除費用根據不同物件計算大約為1~2萬/坪。設計裝潢費用根據材質、風格、施工難易度等約為9~15萬/坪，家具、擺設費用另計。除非對法規或施工細節有一定了解程度，否則建議交由專業公司處理。
設備採購
在裝潢的拆除階段時就可以採買設備，避免裝潢完成要進駐設備時才發現規格不符的問題。設備不是貴就比較好，還要考量保固、實用度與耗電量。預算有限的話可以考慮二手設備。
Planning seating arrangements involves considering the demographics of customers, along with the form of product sales and pricing.
Seating Configuration: From the form, quantity to the placement of seats, they all affect the dining experience for consumers. For example, in a hot pot restaurant, the clientele includes office workers and families. Besides 2 to 4-person tables, adding bar seats can accommodate solo diners for added comfort. Opting for closely spaced seating arrangements in budget-friendly establishments can create a sense of crowding, naturally prompting customers to dine quickly, thus enhancing table turnover rates.
Work Areas: For restaurants, the size of the kitchen depends on the variety of products and sales methods. The kitchen area should occupy at least 25% of the total shop area to ensure sufficient production capacity to serve customers. Areas such as restrooms, storage rooms, and counters should collectively occupy around 10% of the total shop area, leaving the remaining space for customer seating. Generally, one square meter of space can accommodate two seats, so the number of seats multiplied by two approximately equals the number of customers the shop can serve in a round.
Traffic Flow: The smoothness of traffic flow affects service quality. It is advisable to prioritize direct and straight paths when arranging traffic flow. If walking paths involve twists and turns, it can affect the speed of food delivery and lead to staff fatigue. In cases where customers encounter issues, quick access to and problem-solving by staff is crucial.
Lighting: Lighting design in dining spaces not only meets basic illumination needs but also highlights the highlights of spatial design and creates a dining atmosphere for customers. In any restaurant or cafe, lighting conditions prioritize food; tabletops must be well-lit. Pendant lights with lampshades can bring a different atmosphere and better appearance, while pendant lights without lampshades should not use high wattage, with halogen lights providing better lighting effects.
Renovation
The cost of renovation is influenced by factors such as preliminary demolition, choice of materials, and selection of furniture and tableware. Demolition costs are approximately 10,000 to 20,000 dollars per ping (approximately 3.3 square meters) depending on the items being removed. Design and renovation costs, which include materials, style, and construction difficulty, range from 90,000 to 150,000 dollars per ping. Furniture and decorations are priced separately. It's advisable to engage a professional company unless you have a certain level of understanding of regulations or construction details.
Equipment Procurement
Equipment can be purchased during the demolition phase of renovation to avoid discovering specification mismatches upon completion. The quality of equipment isn't solely determined by its price; factors such as warranty, practicality, and power consumption should also be considered. If your budget is limited, second-hand equipment can be considered.
包括logo、菜單、顏色、字體與影像的使用等。
區分視覺識別的訴求：功能性 vs. 感染力
不論從菜單、製作物、食品包裝到 Instagram 上的行銷素材等，全都可依循著這個主軸強化視覺訴求，致使風格的呈現保有一致性、不顯紊亂。
善用「顏色」為品牌創造記憶點
顏色是品牌最容易給消費者留下記憶點的元素。像星巴克就以綠色作為錨點，將視覺風格加以延伸，樹立品牌鮮明印象。
字體的「易讀性」最重要，華麗次之
帶文青感的手寫字是咖啡店的最愛，可是在閱讀上卻有不易辨識的缺點，中規中矩的字體，可用於文案內容；襯線字體可用於表達情緒感染力的情境中；擁有俐落輪廓的字體可作為標題時使用。
★菜單：一份菜單吸引人的關鍵，包含下列幾項要素：
文字：文字的重點在於店家想呈現的「風格」。可以嘗試用季節限定、人氣推薦、本日優惠…等關鍵字，讓客人快速集中目光。
圖片：有時再多文字還不如一張照片來得吸睛，許多餐廳請專業攝影師來拍攝。
排版與色彩：版面編排是否好閱讀，同時又能抓到目光焦點。與其每一道菜色都放上照片，還不如將主打的產品照片放大，更有視覺效果。
造型與材質：造型特殊的菜單，可以吸引客人目光，近年來相當流行類似「雜誌」般的菜單風格。
This includes the use of logos, menus, colors, fonts, images etc.
Distinguishing the appeal of visual identity: functionality vs. emotional impact. Whether it's menus, promotional materials, food packaging, or marketing materials on Instagram, all can follow this main axis to strengthen visual appeal, ensuring consistency and avoiding clutter in style.
Leverage "color" to create brand anchors. Color is the element that brands most easily leave a memorable impression on consumers. For example, Starbucks uses green as an anchor to extend its visual style, establishing a distinct brand impression.
The "readability" of fonts is most important, followed by elegance. Handwritten fonts with a hipster feel are favorites of cafes, but they have the disadvantage of being difficult to read.
★Menu: A key to an attractive menu includes the following elements:
Text: The emphasis of the text lies in the "style" the establishment wants to convey. Can try using keywords like seasonal specials, popular recommendations, daily offers, etc., to quickly capture attention.
Images: Sometimes, a picture is worth a thousand words. Many restaurant menus hire professional photographers.
Layout and Colors: A well-arranged layout that is easy to read while capturing attention is crucial. For example, instead of putting a photo for each dish, enlarging photos of signature can create a better visual impact.
Design and Material: Unique menu designs can attract customers' attention. Magazine-style menus have become quite popular in recent years.
包裝設計是指對產品外觀的創造設計。包含包裝材料與造型的選擇，及容器本身的設計創造。例如將LOGO印在外包裝上，可輕鬆達到宣傳的效果。若想仰賴特殊的外包裝造型來引起熱潮，也須思考攜帶的方便性。在設計時，應把便利與否納入考量。包裝成本不低，通常印製一款就需要3萬多，若有很多尺寸要印製，在開店前就會先有一筆龐大的支出。
進行包裝設計要先釐清3個問題：
產品是什麼？
它的物質型態是什麼？有多大？判斷產品需不需要有物流或特殊訂製的需求，如果產品會揮發成氣體，或本身就很脆弱，在結構或材質上多下工夫，讓產品與包裝可以無損傷的送到消費者手中。
誰會購買這個產品？
你不可能推銷豪車給預算有限的學生，也不會推薦單身族購買尿布奶瓶。產品包裝要面對目標消費者，這一點很重要。
消費者如何購買產品？
要考量到每個通路的需求，譬如：網路通路要注意包裝的保護措施是不是足夠承受路途的晃動、量販店則是要考慮到包裝是否好堆疊、百貨公司便是要足夠吸睛。
包裝設計常見問答
問題1： 如何確保包裝設計符合目標受眾的口味？
答案1： 了解目標受眾的偏好、價值觀和需求，並運用合適的設計元素和風格，以確保包裝能夠迎合他們的口味。
問題2： 包裝設計中的色彩選擇有何重要性？
答案2： 色彩能夠傳遞情感和訊息，選擇適合產品定位的色彩能夠影響消費者的情緒和印象。
問題3： 如何選擇適合的印刷效果？
答案3： 根據包裝設計的主題和品牌風格，選擇適合的印刷效果，如燙金、凹凸印刷等，以增加視覺效果。
問題4： 如何選擇適合的材料？
答案4： 根據產品性質和設計風格，選擇合適的紙張、塑膠、金屬等材料，以賦予包裝設計更豐富的質感。
問題5： 如何在包裝上展示品牌的形象？
答案5： 使用品牌的標誌、色彩和字體，確保包裝設計與品牌形象一致，以加強品牌識別度。
以下是幾個優秀的包裝設計網站：
Packaging of the World ：供來自世界各地的優秀包裝設計案例。
The Dieline：提供最新的包裝設計趨勢、案例和新聞。該網站還有一個線上商店，可以購買他們所推薦的設計書籍和工具。
Lovely Package：提供高質量的包裝設計案例。該網站分類清晰，還提供搜索功能，可以找到感興趣的案例。
Behance Packaging Design ：提供來自全球各地的優秀包裝設計作品，可以讓您參考設計風格和技巧。
AIGA Eye on Design：是一個專注於設計的新聞網站，其中有一個包裝設計分類，提供最新的包裝設計趨勢、案例和新聞。
Packaging design refers to the creative design of a product's appearance, including the selection of packaging materials, shapes, and container design. For example, imprinting the logo on the outer packaging can easily achieve promotional effects. If relying on a special packaging design to create a trend, it is also necessary to consider its convenience for carrying. Therefore, in designing packaging boxes, convenience should be taken into consideration. The cost of packaging is not low; typically, printing one design requires more than 30,000. If multiple sizes need to be printed, it means a significant expense even before opening the store.
When conducting packaging design, it is essential to clarify three questions:
What is the product? What is its physical form? How big is it? Determine if the product requires logistics or special customization. If the product may evaporate into gas or is inherently fragile, extra effort should be put into the structure or material to ensure the product can be delivered to consumers without damage.
Who will purchase this product? It is important to tailor the product packaging to the target consumers.
How will consumers purchase the product? Consider the requirements of each channel. For example, online channels need to ensure that the packaging can withstand the jolts of transportation, while mass retailers need to consider whether the packaging is stackable, and department stores need to be eye-catching.
FAQs in Packaging Design:
Q1: How can you ensure that the packaging design appeals to the target audience's tastes?
A1: Understand the preferences, values, and needs of the target audience and use appropriate design elements and styles to ensure that the packaging meets their tastes.
Q2: What is the importance of color selection in packaging design?
A2: Colors can convey emotions and messages. Choosing colors suitable for product positioning can influence consumers' emotions and impressions.
Q3: How do you choose the appropriate printing effects?
A3: Depending on the theme of the packaging design and brand style, choose suitable printing effects, such as embossing, debossing, etc., to enhance visual effects.
Q4: How do you choose the right materials?
A4: According to the nature of the product and design style, choose suitable materials such as paper, plastic, metal, etc., to give the packaging design a richer texture.
Q5: How can you showcase the brand's image on the packaging?
A5: Use the brand's logo, colors, and fonts to ensure that the packaging design is consistent with the brand image, thereby enhancing brand recognition.
Here are some excellent packaging design websites:
Packaging of the World :Packaging of the World is the largest packaging design website showcasing creative packaging work worldwide.
The Dieline : Dieline is a global package design community and showcase of package design inspiration.
Lovely Package : Lovely Package showcases the very best of packaging design inspiration and branding. We also cover industry news, design trends, branding and sustainable...
Behance Packaging Design : Behance is the world's largest creative network for showcasing and discovering creative work.
AIGA Eye on Design : Eye on Design covers the best new work from the world's most exciting designers—and the issues they care about.
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